While a strong personal brand is important to the career of an athlete or celebrity, it is just as important to a corporate executive.
Executive brands impact a career just as much as perceptions about the companies they lead. Successful companies are the sum of successful executive brands. For the CEO (or any executive) building his or her brand, here are three essentials to keep in mind.
- Stand for something
Brands are about who you are and what you stand for. Control your message. This can be as difficult or as easy as you’d like to make it. Entire books are dedicated to this topic! Suffice it to say, the executive should identify the one thing that he or she is known for or would like to be known for. Some executives are known for leadership, some for innovation, while others are known for results. Executives should choose the one idea that resonates authentically with them. Then, own it.
- Use social media
We live in an age where we can market for free. Social media offers the executive a great opportunity to build and extend their brand. We recommend an executive use LinkedIn and Twitter on a regular basis. Facebook and Instagram can be reserved for the executive’s personal life. Whatever professional channels are chosen, use them to talk, live and expand the executive brand.
3. Control your imagery
Consider professional photography for your headshot. Create imagery consistent with your brand. If your brand is about leadership, offer photos that show you leading. If you have expertise in a certain industry, write blogs or link to articles pertaining to that expertise.
We often say in our agency that “ideas change the world.” Like a great idea, a strong executive brand can positively impact a company’s results or the trajectory of a career. Build one with the same gusto that an executive builds a business.